Reifel Rye: High Rye. Deep Character.

Reifel Rye, a premium craft whisky from Beam Suntory and Alberta Distillers Limited in Calgary, Alberta, launched in Canada with the objective of creating national brand awareness and establishing a reputation for quality by focusing on its high rye content and depth of character. The distillery, known for its expertise in crafting products with rye (a challenging grain to work with), was able to produce an unparalleled product composed of over 90% rye grain, making it a one-of-a-kind whisky.

It is rare for a new brand of rye whisky to launch in Canada, and this one is especially unique as it pays tribute to George H. Reifel, a master distiller and early founder of Alberta Distillers who was deeply passionate about the outdoors, local ingredients, and the western region of Canada, making Reifel Rye a truly western Canadian story.

To achieve the campaign's objectives, we created a social media campaign, brochure, and launched a Reifel Rye website that aligned with Beam Suntory’s business insights, which consisted of driving Reifel Rye’s compound annual growth rate by more than 7% in the next five years. The campaign aimed to drive business outcomes such as brand recognition, increased sales, and consumer affinity. Our main content themes were centered around the brand's history, depth of character, and high rye moments.

To showcase Reifel Rye's depth of character, we created organic content that captured its unique flavour profile and the intricate process of distillation that goes into making the whisky. High rye moments, which included lifestyle and services, were used to illustrate the versatility and appeal of Reifel Rye. This content was designed to appeal to men and women, ages 25 to 50, and create a strong emotional connection with the brand.

The launch was a significant event in the whisky industry and a testament to the expertise of Alberta Distillers Limited. Through the creative social media campaign, brochure, website, and organic content, we successfully established Reifel Rye as a premium craft whisky with a unique and distinct character, appealing to a range of consumers.